Social Media’s Impact on

Merchandising and the Golf

Industry

Richard C. Brasser

MOY Conference

January 26th, 2010©2009 The Targeted Group

THE TARGETED GROUP

TO STAY IN TOUCH

Richard Brasser

Twitter: @socmedia365Gvoice: 646.719.0619Email: rb@targetedgroup.com

LinkedIn: http://www.linkedin.com/in/brasser

www.thetargetedgroup.com 866-738-8768

What are we going to do today?

• Crash course on why you should care about social media

• How these tools can help your business

• Strategies to make the most of this new world

Now for the fun part

How much do you know about the social networking world?

What is Your Social Networking for Business I.Q.?

1. True or False? Social networking and blogs are more popular

activities online than personal email.

2. What is the fastest growing demographic of Facebook users?

3. What percentage of companies use or are planning to use

LinkedIn as a tool in the hiring process this year?

4. True or False? If Facebook were a country, it would be the fourth

most populated in the world, ahead of even Brazil, Russia, Japan and

Mexico.

5. True or False? 25% of search results for the world’s 20 largest

brands are links to user-generated content.

TRUE

Users age 55-65

TRUE

95%

TRUE

What IS social networking?

• Ask a few people in crowd

Let’s start with what it ISN’T

It isn’t about…

Technology

It isn’t about…

What you had for breakfast

It isn’t about…

Wasting Time

It isn’t…

Just for kids

Let’s define what it ISN’T

Social Media is NOT . . .

• Email marketing

• Your website

• Text messaging

• Brochures

• Advertisements • Your new video

. . . The same as digital marketing

So, what IS social networking?

Just for kids

Build a relationship

The Human Connection

It is about…

A global network

Dr. Randy Pausch

9,996,224

Think about it

It is about…

Instant information

Why should YOU care about it?

Unique Advantages of Social Media for Golf

Clubs and Merchandisers

Tournaments

Member Retention

Participation in Events

Sales in Pro shop

Networking and Connections

Make

More

SALES

The most important

first step is to…

. . . BE A PART OF THE CONVERSATION

What in the world are these?

These are your options

IT IS YOUR CHOICE

Don’t let someone else take your business

People Resist Change!

This is an actual product

Your enemy isn’t the big box retailers

or the economy

The danger is not embracing these new

opportunities

The enemy of great is good

How much would it help if you could double the amount of

times your members and guests came into your shop?

Leveraging Social Media

Implementing Your Strategy

Leveraging Social Networking

• Integrate with your existing strategy

• Measure sales and ROI

• Assign resources and allocate time

P.O.S.T.Four Simple Steps to Design Your Strategy

People

Objectives

Strategy

Technology

Essential Strategic Steps

1. Identify your first social networking beachhead

2. Clearly define the key value that your company

and employees provide

3. Understand your audience and identify where

they engage in social networking

4. Expand your circle of influence

5. Activate an advanced social networking initiative

What if you had access to one communication command center?

• One place to manage all of your digital marketing

• One robust reporting engine

• A suite of advanced tools

• Ability to integrate freeware and custom technologies

• Easy to manage and use

Twitter Contest

Tweet this message by Friday and one of you will win a custom online community for your club

“Great seminar on social media in the golf industry by @socmedia365 #pgashowsm”

Come to the PGA Connectivity Lab for help and get a copy of my book for free

This was an honor and a pleasure to be

with you today

A special thank you to:

Resources to get started

www.thetargetedgroup.com/avayaworkshop

The Challenge:

How can we help the world get to know who they are and what they do?

•6 largest accounting firm

•Amateur championship with 25,000 participants

•Official Accounting firm for the PGA

•Great Sponsored Players: Chris, Zach and Natalie

Make it personal

Connect People

Relive the excitement

Give them a way to interact

Give them a way to interact

• 81% were more

likely to take a call

from a McGladrey

representative

•87% expressed a

greater awareness

of McGladrey and

its services

•2/3 were more

likely to do

business with

McGladrey

The Results